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Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy by Jennifer C. Wolfe, Anne H. Chasser

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Appendix F. Sample Intellectual Asset Strategy Document

Objectives

What is the objective of the project? This must be stated in clear but quantifiable terms. Only one verb should be used per objective. The project may be a licensing opportunity, new campaign, new brand, new product, new technology, joint venture, etc.

Measurement Tools

How will success be defined? When will it be measured?

Strategies

What will be done, why, and by when?

Development

How will the brand and IP be created and tested?

Exploitation

How will the IP be fully leveraged in the marketplace?

Risk Management

How will lawsuits and risk be avoided?

Enforcement

How will the IP be protected?

Tactics

What are the details of how it will get done?

Incentives

What incentives will lead team members to work collaboratively?

Return on Investment

How will this impact cash and revenue and produce a return on investment for the company?

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